Hemwati Nandan Bahuguna Gharhwal University, Srinagar

(A Central University)

Centre for Mountain Tourism & Hospitality Sutdies

M.B.A. (Tourism) IIInd sem
Batch (2013-15)

SUBJECT-Factors Affecting Consumer Perception

Submitted to Submitted by
Dr. RASHMI Dhodi SAURAV RAWAT
 Factors
Affecting Consumer Perception

SUBMITTED BY
SAURAV RAWAT
 Introduction:
• Consumer is the cause & purpose of all
production and marketing activities.

• Consumer behaviour is the study of when,

why, how, and where people do or do not
buy a product.

• Customer behaviour study is based on consumer buying behaviour, with

the customer playing the three distinct roles of user, payer and buyer.

• CB determines a firm’s profitability. Further profitability is established into

loyal customer.

• Companies that develop a fuller understanding

of consumers will be better able to develop
marketing strategies to meet their needs.
 Factors influencing CB-
• Social factors- family, roles and status, ref. groups

• Economic factors- size of family, disposable Income

propensity to consume, consumer credit.

• Cultural factors- values, Beliefs, arts

• Personal factors- age, occ., life style, personality

• Physiological factors- basic needs

 Factors Affecting Consumer
Perception
Although a consumer's perception of a product or service
is at least partially based on his actual experience with
the good, a significant amount of market research
suggests that a consumer's view of a product is also
conditioned by a variety of other factors. From very
concrete factors of price and quality to less tangible
factors such a consumer's view of the manufacturer's
reputation, experience with service and the quality of
packaging and branding, a number of complex and
interrelated psychological factors determine a consumer's
perception of goods and services.
 Price
• Price has a complex effect on consumer perception. On the
one hand, consumers appreciate a bargain and are often likely
to favor an economically-priced item. On the other,
consumers often perceive very inexpensive items as cheap
and discardable, ultimately damaging a consumer's view of a
product even if the product remains the same and the
consumer is benefited from a price reduction. Especially
sophisticated or skeptical consumers are even prone to
distrust a product that is considerably cheaper than the
alternatives. As a result, price should be part of a
comprehensive marketing plan, where even inexpensive
products are depicted as favorable alternatives with similar
levels of quality to the competition, with a price that is
somewhat lower but still comparable with other possibilities.
•
 Quality

• Of course, the actual quality of a product is a vital part of a

consumer's perception of a good or service. Quality can
describe any attribute in a set of characteristics that satisfy
or disappoint a consumer, including usability, reliability and
durability. Marketing can influence a consumer's
perception of quality, but, in the end, and particularly with
non-durable goods, a consumer's actual experience with a
product will determine his perception of quality. Outside
the realm of mass communication, word of mouth
regarding quality also travels very quickly.
 Service Quality

• Even in the case of goods that exhibit numerous flaws,

excellent service quality can often overshadow a negative
experience with the product itself. If a consumer feels that
he receives exceptional attention when encountering a
problem with a product, that consumer is somewhat more
likely to trust the brand or product knowing that the
manufacturer or retailer provides a prompt and effective
response to problems. Humans are social animals and their
consumer behavior is often determined by the social
relationships that surround a product, including
interactions with customer service representatives.
•
 Packaging and Branding
• Packaging and branding have a huge effect on
consumer perceptions, particularly at the point of
purchase. Especially when a consumers are purchasing
a type of product for the first time, the way the
product is presented can wholly determine their
perception of the item. Packaging and branding, of
course, cover everything from the attractiveness and
display quality of an item to the attributes of a product
the manufacturer chooses to highlight. Depending on
the type of product and market, different branding
messages from tough and reliable to fine and luxurious
can be appropriate and effective
 Reputation

• A product's reputation is built up over time and is

usually a combination of actual experience with the
product, word-of-mouth recommendations and
marketing campaigns that attempt to establish a status
or shared view of the product or brand. A consumer's
perception of a product's reputation, moreover, is not
only determined by the product's brand identity and
manufacturer but by the whole chain of distribution.
Even if a consumer trusts a product's manufacturer, for
example, that consumer may change his mind about
the product upon seeing it available in a retailer he
associates with cheap, defective products.
Groups and Social Networks
• Word-of-mouth influence and buzz marketing
– Opinion leaders are people within a reference group
who exert social influence on others
– Also called influentials or leading adopters
– Marketers identify them to use as brand ambassadors.

• Online Social Networks are online communities where

people socialize or exchange information and opinions
• Include blogs, social networking sites (facebook), virtual
worlds (second life)
SOCIAL FACTOR
• Family is the most important consumer-buying
organization in society
• The groups, family, clubs, and organizations
that a person belongs to define his/her social
role and status.